LOS ANGELES (March 19, 2025) – VICE Media today announced the acquisition of London Alley Entertainment, a production studio focused on commercials, music videos, and digital IP, headquartered in Los Angeles. London Alley will be combined with Pulse, the company’s award-winning commercials and music video business, to create VICE Commercials and Branded Entertainment, one of the world’s leading commercials and music video production studios. Pulse’s Mino Jarjoura has been elevated to President of the new division and Andrew Lerios from London Alley will become Chief Operating Officer. Both Pulse and London Alley will retain their individual brand identities.
Luga Podesta and Brandon Bonfiglio will continue to lead London Alley.
This is the first acquisition by VICE in several years and further demonstrates the company’s growth trajectory, with the full support of its investors. VICE Commercials and Branded Entertainment will leverage and support other businesses in the VICE portfolio including VICE Studios (leading scripted and non-scripted television and film studio behind Gangs of London franchise) and VIRTUE (award-winning advertising agency).
“VICE has significant momentum, and this acquisition is another example of the success of our turnaround,” said Bruce Dixon, CEO, VICE Media. “We have the full support of our investors to explore strategic acquisitions that further strengthen and grow our business.”
“We have long admired London Alley and the incredible business that Luga, Brandon, Andrew, and the team have built,” said Jarjoura. “This strategic combination will create new opportunities for our world class directors and artists and enhance the innovative creative campaigns that we produce for global brands.”
“London Alley has always been about pushing creative boundaries and redefining visual storytelling, and there’s no better partner to amplify that vision than VICE,” said Luga Podesta, Founder of London Alley. “We’ve admired VICE as a pioneer in culture, music, and boundary- breaking content—fearless in its approach and relentlessly authentic. Joining forces is a collision of creative energy that unlocks incredible opportunities for innovation, storytelling, and global
reach. We’re beyond excited to bring our visual artistry to VICE’s iconic legacy and build something game-changing together.”
London Alley is a powerhouse in commercial and music video production, crafting standout campaigns for global brands such as Swarovski, Pepsi, Bose, NFL, and L’Oréal. With a track record of earning prestigious awards, including Cannes Lions, Clios, MTV VMAs, and Grammys, the company continues to set new creative benchmarks. Renowned for shaping culture through visually striking storytelling, London Alley collaborates with some of the most influential artists in the industry, including Ariana Grande, The Weeknd, Post Malone and Kendrick Lamar. Its visionary directors push creative boundaries, delivering work that captivates audiences and leaves a lasting impact.
Pulse has created commercials for brands such as Apple, Nike, Tonal, Audi and PlayStation. The company’s creative campaigns have earned critical acclaim and awards such as the prestigious Best Commercial Emmy, the Cannes Lion Grand Prix and the Commercial of the Year at the British Arrows. Pulse’s music videos are at the forefront of visual storytelling for some of the world’s most influential artists. The company’s sought-after directors have collaborated with a wide range of talent from Doechii to Harry Styles and The Rolling Stones.
The London Alley acquisition follows VICE’s recently announced distribution deal with ITV Studios.
The company’s owners (Fortress Investment Group, Soros Capital Management and Monroe Capital) are committed to future growth. American Discovery Capital acted as financial adviser to London Alley Entertainment. Financial terms of the deal were not disclosed.
About VICE Media
VICE Media is a global media and entertainment company, focused on producing authentic, high-quality content across television, digital, film, news and branded advertising. The company has four main businesses in its portfolio: VICE Studios (award-winning television, documentary, film and digital production company); VIRTUE (full-service advertising agency), VICE TV (40M subscriber sports and entertainment cable network in partnership with A+E); and VICE Commercials and Branded Entertainment (leading commercials and music video production studio).
Recent VICE Studios’ content includes the hit series Gangs of London, MAX documentary Bama Rush and the newly launched VICE News podcast Shane Smith Has Questions (in partnership with Bill Maher’s Club Random Studios).
About London Alley Entertainment
London Alley is where brands, talent and creativity collide- the meeting point of innovation and storytelling, crafting visuals that leave a lasting impact on culture. As the driving force behind unforgettable music videos and brand-defining moments, we bring artists and companies together to create narratives that are authentic, original, and in sync with today’s audience.
